Selina, the Hotel for Digital Nomads, Is Coming to the U.S.

Think back to your last scroll through Instagram. You probably saw at least one perfectly curated green smoothie breakfast, an epic #magichour sunset, and some version of digital nomads living their best lives.

That last one is a zeitgeist moment Rafael Museri and his business partner Daniel Rudasevski are banking on. In 2014, the Israeli businessmen co-founded Selina, an international hospitality brand that caters to the increasingly popular digital nomad lifestyle—when people work remotely in the location of their choice—by incorporating everything a nomad may want and need into a space to stay. You could check into a boutique hotel room or hostel and find co-working spaces, yoga and meditation rooms, and plenty of like-minded travelers.

This lifestyle is definitely on the rise. In April, Selina announced that it had raised $95 million in funding from Abraaj group and WeWork founder Adam Neumann. Now, fueled by this heavy dose of financial backing, Museri and the rest of his team are gearing up for their biggest expansion yet—including their first foray into the U.S.

Right now, there are 25 Selinas around the world, mostly in Central and South American cities like Cartagena and Quito. In September, Selina will open its first location in Miami’s Little Havana neighborhood. You’ll see a lot more of them after that: Though the company can't officially confirm more U.S. locations outside of Miami, they have big plans in the works—and expect to grow to at least 40 locations globally by the end of 2019.

“We are very close to having deals with properties in New Orleans, Los Angeles, Montauk, Brooklyn, and Detroit,” Museri says. “By the end of this year, we’ll have at least another five locations in the U.S., with the chance of many more.” (The company is currently choosing from up to 150 possible U.S. locations). Selina is also expanding throughout Europe, with pending hotels in Krakow, Budapest, Berlin, Athens, and London, to name a few.

Although Museri and Rudasevski are former real estate developers, Selina isn't just a group of properties around the world—the co-founders are true champions of the digital nomad revolution. “We see ourselves as an entire global community, a holistic ecosystem, a big platform that’s much bigger than just a hotel or a hostel space,” says Museri. The true Selina experience is as much about the people you meet; the adventures you have; and the fulfillment that comes from finding your people, no matter where you are in the world.

That said, the properties themselves are pretty sweet, too. All Selinas are in refurbished spaces—be it a former church or school, or even a chocolate factory—and feature artwork and handmade furniture by local artisans. Each one also has a co-working space, yoga deck and meditation room, kitchen, library, volunteer program, and communal gathering spot called “The Playground,” where people can buy food and drinks and just hang out. There are also rooms for every kind of traveler—ranging from $10 in a shared hostel to $400 private suites.

Different locations have different add-ons, depending on local demand. The Medellín, Colombia location where I stayed had a music studio, which Museri hopes to add to other Selinas around the world, and a partnership with cycling company Equipo Cycling, where Selina guests receive 10 percent off all bike rentals and tours in Medellín. Other Selinas in more tropical locations have pools and a surfing initiative called Selina Surf Club, where the company offers affordable surf lessons and boards for rent. There’s even a new retail concept store in Wynwood, Miami called Selina Brawlers, which opened as a precursor to the Little Havana location and sells everything from vintage motorcycles and cars to light fixtures and home decor. Selina’s creative director, Oz Zechovoy, curates the shop with popular local business owner Sebastian Ramirez, who founded the retail store Brothers & Brawlers.

Ultimately, what Museri and his team hope to do—are doing already, really—is ride the digital nomad wave and create a new Wi-Fi–forward community for people who may not own a home but feel at home in the world, traveling and working whenever and wherever, meeting locals along the way.

Other hospitality brands like Mama Shelter, AccorHotels, and its sub-brand Jo & Joe have similar philosophies, Museri adds, though he doesn’t consider them—or anyone else—direct competitors. “I’m just happy that more brands are pushing forward in this space, as I’m not interested in being by myself,” he says.

I’ll vouch for that. Throughout my stay at Selina, the communal energy was palpable. Everywhere I looked, guests and locals mingled, whether through group Jenga competitions, morning yoga classes, or productive co-working sessions.

But in his mind, the big revolution, the one where even more people are going to go down the digital nomad road together? That’s still TBD. “The real digital nomad story is not yet here," Museri says. "It’s getting there, though. I am building the infrastructure without hesitating, because I see it happening. Three or four years from now, it will be funny to see just how many people are living abroad and working. I see the world’s desire.”